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WP Holding SAWP Holding expects better growth in online advertising market in H2 2025
Listed online media and e-commerce group Wirtualna Polska Holding expects a better growth rate of around 10 percent in the online advertising market in the second half of 2025, CEO Jacek Swiderski told a videoconference.
"We think that the second half of the year [in the online advertising market - PAP ed.] will be better than the first one, due to the geopolitical turmoil, especially foreign clients held back a lot with their spending and many budgets were postponed, and I think there is a good chance that these budgets will not go to waste and will enter the second half of the year, especially in the fourth quarter," CEO Swiderski said.
"I estimate that this growth rate will be a little bit higher, somewhere up to 10 percent," he added.
WP Holding's CEO reported that the company noted the negative impact of the Donald Trump administration's tariff policy turmoil on the advertising market.
Moreover, the group is positive about the implementation of AI for recommendations.
"The best representation of how we are able to use artificial intelligence at Wirtualna Polska (...) is the improvement in the effectiveness of WP's content recommender - that is, after reading one article, the user gets a toy with a suggestion for another article, and this ability to add more articles to what users are looking for has improved by almost 100 percent in the last six months," assessed Swiderski.
As far as the tourism business is concerned, Wirtualna Polska plans to integrate product and technological platforms concerning this segment.
Swiderski said that the group's plans for the near future are to integrate at the product and technological level.
"It is no secret that we have four technological platforms at the moment, and we will aim to have two, that is, Szalas (a recently acquired tourism company) to handle domestic tourism and Invia (also a tourism company recently acquired) to handle tourist packages in Germany, Czech Republic, Slovakia and Poland," said the CEO.
"Of course, these migrations will take many months (...) and I think we will see their effects in the next few years. We probably need about a year of two years to harvest the basic lowest-hanging fruit," he added.
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